A smartphone displaying a dating profile on Facebook Dating with a photo and profile information including name, age, location, looking for, height, hometown, and whether or not they have kids. At the bottom of the screen, there is a purple floating action button of a pencil indicating a way to edit the profile. The background behind the smartphone is a solid blue color.

Improving usability to reduce dating friction

Improving usability to reduce dating friction

MY ROLE

UX 
Visual Design
Interaction Design
Information Architecutre

RESULTS

Increase in Minimally Complete Profiles
Increase in Likes Sent

PLATFORMS

Android
iOS

Problem

When I first joined the team, I presented some of my observations after dogfooding Dating and noticed the following gaps in the edit profile experience:

  • No clear "View as" state
  • Editing photos was buggy
  • Disparate surfaces
  • Confusing information architecture
    Inconsistent visual design
FBD_before
PEOPLE PROBLEM
"I have to visit multiple screens to edit my attributes and photos, which makes it hard for me to update my profile.”
BUSINESS PROBLEM
“The disparate experience may be discouraging users from completing their profiles. Incomplete profiles on Dating make it look like there aren’t a lot of active users.”

Solution

I created a more streamlined and user-friendly Edit Profile experience to drive increased profile completion. Because of the profound changes we were undertaking with the redesign of the Edit Profile surface, we derisked and isolated these changes by taking a milestone-approach. First, we tested big, structural changes before refining the final solution:

A screen recording of a self-view of a dating profile. After tapping on the floating action button of a pencil to edit the profile, a grid of photos and prompts appears with the ability to add, edit or delete.

Results

We saw an increase of Minimally Complete Profiles, an internal measure of profile completion, as well as an increase in Likes due to this boost in filled-out profiles.